How To Apply B.J Fogg Behavior Model Into Google Ads?

I learn a very useful model called B.J Fogg Model from the course. This behavior model contains three important parts: motivation, ability, and trigger. Basically, in order for anybody to take the desired action, they need to have the ability to perform the behavior and need to be motivated to perform that behavior.

Image from Medium

As marketers, our job is always about influencing human behavior and trying to get people to perform the desired action to convert or to do anything that will ultimately lead to revenue. We need to increase ability, decrease the difficulty of the task, so it will increase motivation to perform.

When customers know what they want to buy and clearly have high motivation, if they think it is complex to accomplish, they may give up. Therefore, marketers need to give a trigger to decrease the difficulty of the task or perceived ability.

For example, if a person wants to earn a college degree, he has high motivation, but he may not consider programs that take a long time or too complex to apply. Therefore, in the ad, we could write about the program only take one year to earn a degree or study completely online. Then, it will make his life easier. He will be more likely to consider it.

When we write an ad, we want to make sure our call to action in the ad is talking about either the key features of the products or benefits that your product could bring to them. Those are the triggers that will increase motivation.

Overall, we need to use this model to analyze your business. Do your consumers understand what there is to be gained by using your product? Are they highly motivated? What do they care about the most? What triggers could you bring up? Do some research and ask your sales team to get more relevant information, and that will helps you really advertise with intelligence.

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